Social Media

Frosty Gets Busted

Communications Objective: Increase traffic to the NoDUIColorado.org website during the December/holiday enforcement period and spread awareness of consequences of a DUI.

Strategy: Blend in-community guerilla tactics with social media to spark curiosity and drive website traffic. Or translated: strap five-foot tall signs of snowmen posing for mugshots to street lamps in several Colorado cities, and augment with a lean, targeted Facebook ad campaign featuring photos of the snowy scofflaws.

Results: The NoDUIColorado.org website received more than seven-thousand visits during the enforcement period, the highest single-month total since the site launched. The ads also generated 157,000 social media impressions, and were clicked more than three-thousand times.

No DUI St. Patrick's Day

Communications Objective: Engage a target audience of 21-34 year-old males and their peers with messages about taking proactive steps to avoid impaired driving on St. Patrick’s Day, and utilize positive reinforcement via social media for those who avoided impaired driving.

Strategy: Webb teams were stationed throughout downtown Denver during the city’s St. Patrick’s Day parade. Members of the target audience were engaged in-person and provided with free t-shirts if: they planned to drink that day, were using alternative transportation to get around, and agreed to have their photo taken. Recipients also provided either a Twitter handle or Instagram handle.

Results: Photos of 200 participants and pre-drafted, “thank you” posts were provided to five metro area law enforcement agencies which posted the thank you messages from their accounts and tagged participants in the photos.